Copy is the text of an ad or the words that people say in a commercial.
Semiotics is a research tool used to uncover deeper layers of meaning in brand
communications.
Marketers license their brand identity to other manufacturers because it makes them
money and extends their brand visibility.
An individual should be considered as belonging to only one stakeholder audience.
The Better Business Bureau is a government agency with the power to oversee
advertising, particularly local advertising.
The marketing manager of Charlie’s Car Parts uses a customer database to email
promotional information to customers. The demographic information in the database
provides the manager with all the data he needs regarding his customers’ buying
preferences.
Boomers are in their 30s and 40s and grew up with tape recorders and video games.
Effective banner ads often use promotional incentives such as prizes or gifts to motivate
visitors to click through to the sponsor’s website.
In the United States, ethnicity is a major factor for segmenting markets.
The unique selling proposition is a benefit statement that looks to the future and
predicts that something good will happen if you use the product.
Advances in technology, such as the Internet and cell phones, have helped marketers
move from interactive communication to mass communication.
Marwin is a senior account planner and is in charge of tracking studies. At which stage
of a campaign is a tracking study performed?
A) before an ad or campaign runs
B) while an ad or campaign runs
C) after an ad or campaign has run
D) during and after a campaign runs
E) before and after a campaign runs
Home Depot supports its employees who have Olympic aspirations, and it looks as
though a few more employees could possibly be attending the next Olympics. However,
to get to that point, these athletes must train and compete in the world arena. You are
tasked with writing a feature story about the dedication of these athletes and, of course,
Home Depot’s support of their efforts. You hope to get the editor of Readers’ Digest to
publish this story, but you will be targeting other publications as well. Explain how
feature stories are used in public relations.
A ________ is the first step in the regulation process after the FTC determines that an
ad is deceptive.
A) consent decree
B) cease-and-desist order
C) corrective advertising campaign
D) consumer redress order
E) deposition
Which medium is more multidimensional and interactive than the Internet?
A) television
B) radio
C) print
D) outdoor advertising
E) personal selling
Frequent flyer programs are the model for ________.
A) cross-promotion programs
B) continuity programs
C) partnership programs
D) tie-in promotions
E) promotion integration programs
Which of the following monitors the entire business planning process?
A) strategy formulation
B) tactical formulation
C) implementation
D) research
E) feedback and control
You received a phone call one evening from a research company asking about your
television viewing the night before. After confirming that you did watch the program,
the researcher then asked you, “Do you remember seeing a commercial for any fast
food restaurants?” You didn’t remember any, so then she asked you, “Do you remember
seeing a commercial for Wendy’s?” Once she said that, you did remember seeing a
Wendy’s commercial. What type of question got you to remember seeing the ad?
A) recognition
B) unaided recall
C) aided recall
D) unprompted recall
E) prompted recall
________ are what we feel for more essential items, such as food and shelter; ________
occur when we desire or wish for something nonessential.
A) Needs; wants
B) Wants; needs
C) Primary needs; secondary needs
D) Acquired needs; primary needs
E) Innate wants; acquired wants
An invitation to go skiing for the weekend forced Donna to look at her current
wardrobe. She decided she needed a much warmer coat. Donna was in which stage of
the purchase decision?
A) product evaluation
B) situational analysis
C) need recognition
D) problem screening
E) information search
Which of the following is the original and most effective form of direct marketing?
A) personal sales
B) sales promotion
C) catalog marketing
D) print direct-response advertising
E) direct mail
Which of the following is NOT a reason that execution of a global campaign is usually
more complex than a national plan?
A) The creative may need to be reshot with local models and settings, as well as
language.
B) There may be favoritism toward local companies.
C) Government approval of television commercials can be difficult.
D) Agencies often are not available to assist the advertiser in executing a global
campaign.
E) Language is a problem for a campaign dependent on words rather than visuals.
Which of the following refers to intuitive, holistic, artistic, and emotionally expressive
thinking?
A) lateral-brain thinking
B) back-brain thinking
C) top-brain thinking
D) right-brain thinking
E) left-brain thinking
An IMC campaign that has a(n) ________ effect has overall results that are greater than
the sum the individual functional areas would have if they were used separately.
A) indirect
B) interdependent
C) synergistic
D) instantaneous
E) carryover
How a brand is different and superior in some way is referred to as ________.
A) brand parity
B) brand equity
C) competitive advantage
D) psychological pricing
E) brand meaning
Which major type of advertising is used to communicate a message on behalf of some
good cause, such as stopping drug abuse, and is usually created by advertising
professionals free of charge with the necessary time and space often donated by the
media?
A) cause
B) brand
C) direct-response
D) business-to-business
E) public service
Being the first brand in a product category often leads to a brand establishing a
________ position.
A) usage
B) preemptive
C) benefit
D) psychological
E) value
Which type of self-regulation occurs when an organization, such as an advertising
agency, develops, uses, and enforces norms within its own practices?
A) industry self-regulation
B) self-discipline
C) social ethics
D) self-regulation by public groups
E) personal ethics
Part of Acme’s objective in its new IMC campaign is to establish a significant market
share in the European market. In terms of measurable objectives, this is most likely a
________.
A) benchmark
B) specific effect
C) strategy
D) tactic
E) baseline
Parity products are those that have ________.
A) no brand name
B) few competitors
C) few distinguishing features
D) a store’s label
E) a generic label
Other than timing, what are two important scheduling strategies?
A) duration and continuity
B) CPM and CPP
C) reach and frequency
D) impressions and ratings
E) carryover and flighting
A printer really needs only four colors to reproduce full-color images. Explain how this
can be and describe the process used in four-color printing.
Gore-Tex is a revolutionary material that is used in several types of outer- and
athletic-wear that can keep consumers warm and dry in the winter but also cool in the
summer. It is lighter and stronger than other types of materials, such as wool or cotton,
and costs more. However, many consumers of these products were not aware of the
advantages of Gore-Tex when comparing products and were put off by the very high
price. To change this, Gore-Tex hired an advertising agency to assist in creating a
special meaning for the brand and to communicate the advantages to end-user
consumers. Gore-Tex also worked with the manufacturers of the products into which
Gore-Tex was incorporated to encourage them to call attention to the fact that Gore-Tex
is used in their products.
VWhich key concept in marketing is illustrated by Gore-Tex’s desire to create a special
meaning for it, and how can advertising help accomplish this?
Explain how the explosion in online media has affected print newspapers.
Describe the three functions of reference groups.
Kimberly is an art director at an advertising agency, and she is developing the print
campaign for one of the agency’s clients. The client doesn’t have a large budget, so it
would like to keep the costs of production as low as possible. This means that the
creation of original art in the ads is not feasible. The desired look of the ads is formal,
and the mood Kimberly wants to convey is calm, serene, reflective, and intellectual.
She also wants the layouts to be formal because the product is financial services
targeted to consumers 50+ years old.
Which design principles are most appropriate for what Kimberly wants to do?